Most of the top brands that U.S. consumers love for their fit have one thing in common: jeans.
New data by size and fit platform True Fit shows that despite loungewear securing its place in closets during the pandemic, denim still ranks favorable with shoppers. The data was culled from over 90 million active registered consumers who have created a True Fit profile while shopping across the platform’s network of retail partners between December 2020 and December 2021.
Bodequality, the omnichannel shopping experience Old Navy launched in August 2021 that democratized its fit process and how women of all shapes and sizes shop for fashion, appears to be getting the job done. The Gap Inc.-owned company was named consumers’ favorite-fitting brand overall and consumers’ favorite-fitting brand in the U.S.
Through Bodequality, Old Navy is providing consumers a more inclusive shopping experience online and in stores. Extended sizes share the same rails as Old Navy’s standard-sized lines in stores, rather than encouraging shoppers to browse in a separate section. The merchandising strategy is carried into Old Navy’s website, which has aimed for “less size segmentation to give fluid buying journeys to all shoppers, whichever size they wish to buy.”
True Fit stated that the retailer’s inclusive women’s size range (0-30 and XS-4X) arrives as demand for plus-size fashion rises in the U.S.
Old Navy’s new FitsYou 3-in-1 denim also addresses fit and size fluctuation, which has become a hotter topic as consumers order more online and update their closets to fit their post-pandemic bodies. The high-rise skinny jean is offered in sizes 0-00, 2-6, 8-12, 14-18, 20-24 and 26-30. Additional features include a contoured extra-high-rise waistband and “secret-smooth” front pockets that provide a slimming effect.
American Eagle, which did $2 billion in Q4 denim sales, ranked No. 3 in the U.S. Recent collections centered on loose fits, comfort stretch and authentic washes have drawn attention from older audiences outside of their comfort zone with a teen specialty retailer.
Levi’s ranked No. 4 as consumers’ favorite-fitting brand overall and consumers’ favorite-fitting brand in the U.S. Consumers’ familiarity with their optimal Levi’s size and fit may work to the heritage brand’s advantage. Recent campaigns have centered on core products like the 501 and and encouraged consumers to buy vintage.
Gap ranked No. 5 in the U.S. and No. 6 overall. Along with bowing its own one-size-fits-many jeans for women, the retailer shows its jeans on various body shapes online and provides fit reviews on specific parts of the body like hips/rear, waist and rise.
Outside of denim, Nike ranked No. 2 in the U.S. and No. 3 overall, highlighting sportswear and athleisure brands’ ability provide consumers with fit consistency.
Jeans brands also dominated True Fit’s fit awards for consumers’ favorite-fitting bottoms. Levi’s ranked No. 1, followed by a host of denim labels, including Old Navy (No. 2), American Eagle (No.3), Gap (No. 5), Wrangler (No. 8), Madewell (No. 10) and Lee (No. 11).